Zalfa Zahiya, Fatin (2022) PENGARUH IKLAN DAN DISKON APLIKASI RUANG GURU TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MASA PANDEMI COVID-19. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

ABSTRAK Zalfa Zahiya Fatin. NIM. 6662160132. 2022. Program Studi Ilmu Komunikasi Universitas Sultan Ageng Tirtayasa. Skripsi. Pengaruh Iklan dan Diskon Aplikasi Ruang Guru Terhadap Keputusan Pembelian Konsumen di Masa Pandemi Covid-19 (Survei Pada Pengguna Aplikasi Ruang Guru di Kota Cilegon Tahun 2021). Pembimbing I: Dr. Yoki Susanto, S.Sos., M.I.Kom dan Pembimbing II: Ari Pandu Witantra, M.I.Kom Penelitian ini bertujuan untuk mengetahui pengaruh iklan dan diskon aplikasi Ruang Guru terhadap keputusan pembelian aplikasi Ruang Guru. Metode penelitian yang digunakan adalah metode kuantitatif. Desain penelitian terdiri dari desain deskriptif dan kausal. Populasi penelitian adalah masyarakat di Kota Cilegon selaku pengguna aplikasi Ruang Guru untuk tingkat Sekolah Lanjutan Tingkat Atas (SLTA), baik yang berbayar maupun gratis. Teknik pengambilan sampel menggunakan simple random sampling dengan jumlah kelayakan sampel sebanyak 95 responden. Analisis data menggunakan analisis statistik dengan program SPSS. Berdasarkan hasil penelitian, diketahui nilai R Square sebesar 0.151. Hal ini menunjukkan bahwa variasi pada variabel keputusan pembelian aplikasi Ruang Guru dapat dijelaskan sebesar 15,1 persen oleh variabel iklan dan diskon aplikasi Ruang Guru sedangkan sisanya sebesar 84,6 persen dijelaskan oleh variabel lainnya yang tidak diteliti. Hasil uji t, diketahui bahwa: (1) iklan berpengaruh positif terhadap keputusan pembelian aplikasi Ruang Guru, dan (2) diskon berpengaruh positif terhadap keputusan pembelian aplikasi Ruang Guru. Hasil uji F, diketahui terdapat pengaruh iklan dan diskon aplikasi Ruang Guru terhadap keputusan pembelian aplikasi Ruang Guru secara simultan. Kata Kunci : Keputusan Pembelian, Iklan dan Diskon, Aplikasi Ruang Guru. ABSTRACT Zalfa Zahiya Fatin. NIM. 6662160132. 2022. Communication Studies Program University of Sultan Ageng Tirtayasa. Essay. The Influence of Ruang Guru Application Advertising and Discounts on Consumer Purchase Decisions during the Covid-19 Pandemic (Survey of Ruang Guru Application Users in Cilegon City in 2021). Adviser I: Dr. Yoki Susanto, S.Sos., M.I.Kom and Adviser II: Ari Pandu Witantra, M.I.Kom This study aims to determine the effect of advertisements and discounts on the Ruang Guru application on the decision to purchase the Ruang Guru application. The research method used is a quantitative method. The research design consisted of descriptive and causal designs. The research population is people in Cilegon City as users of the Ruang Guru application for the Senior High School (SLTA) level, both paid and free. The sampling technique used was simple random sampling with a total sample of 95 respondents. Data analysis used statistical analysis with SPSS program. Based on the results of the study, it is known that the R Square value is 0.151. This shows that the variation in the purchasing decision variable of the Ruang Guru application can be explained by 15.1 percent by the advertising and discount variables of the Ruang Guru application, while the remaining 84.6 percent is explained by other variables not examined. The results of the t-test, it is known that: (1) advertising has a positive effect on purchasing decisions for the Ruang Guru application, and (2) discounts have a positive effect on purchasing decisions for the Ruang Guru application. The results of the F test, it is known that there is an effect of advertisements and discounts on the Ruang Guru application on the decision to purchase the Ruang Guru application simultaneously. Keywords : Purchase Decision, Advertising and Discount, Guru Room Aplication.

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